This book argues that a network interpretation of reputation
advances our understanding of an essential and inescapable feature
of social life and integrates many of its' varied facets.
Reputation is a dispersed phenomenon that is to be found in the
beliefs and assertions of an extensive number of other individuals.
Reputation is part of the environment but uniquely referenced to a
specific person. Discussions concerning reputation are often vague
with regard to who are those others holding beliefs or making
assertions about a person and thereby contributing to that person's
reputation, with reference perhaps to 'people in general' or
'society at large.' A network model of reputation generates
conceptual innovations that have systematic implications for such
diverse disciplines as network theory and social network analysis,
gossip research, person perception and cognition, social
representation research, personality theory and assessment,
publicity and public relations, libel law, biographical studies,
and cultural history. Craik argues that reputation is not simply a
central topic for the study of social life. Rather, it holds the
potential to sustain an interdisciplinary field of inquiry in its
own right.
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